Development and implementation of a growth project (sales push project)
Initial situation and objective:
A company with a historically grown market position, high brand awareness, but moderate market share.
Customer potential and attractiveness of individual customers are not clear; There is a lack of coordinated market share targets at customer and country level
Objective: Due to historically underutilized production capacity, management decided to develop a detailed growth plan in order to reach the target market share in 2 years and thus sustainably secure plant capacity utilization
Series of workshops with sales to determine customer potentials, competitive positions, and customer attractiveness
Secured information in a central database to ensure regular updates.
Clear supply share targets and action packages defined at customer level
Realignment of sales organization, revision of customer allocation and realignment of existing network of distributors
Sales team found workshops very appreciative; identification with goals increased significantly
Market transparency increased enormously and data quality (customer potential, etc.) regularly improved
Image gain with customers
Planned market share increase was achieved, although regular adjustments were made at individual customer level